Margie Dana

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I don’t envy commercial printers. Imagine having to explain why your work is better than all of your competitors in a seriously crowded field. Finding new words and new ways to describe your products and services can wear you out.

Printers have to dig deep. And they have to be original.

If you put me on the spot and asked me what I’d do to set myself apart if I were a printer, I’d suggest these 7 ways:

Be brutally honest and identify specifically what you do best and for whom. Are there certain products you’re known for? Do you serve a few key industries? Doing all things for all types of customers is not a helpful (or recommended) approach.
Figure out what your company’s personality is. Be true to it. It should be reflected in your sales approach, your web site, your promotional materials, any direct mail, and all social media activity. I’ve worked with dozens of printing firms, and no two are alike.
Demonstrate that you understand marketing and new media trends. I don’t know any corporate print buyer who prefers working with a printer stuck in yesteryear.
Flaunt whatever it is you’re doing that’s innovative. Share your most creative offerings, technologies, and services in every channel in which your market hangs out.
Give your ideas away. This is what social media is all about – not selling. Blogs and videos are also great ways to give away your insights and tips. Tell; don’t sell.
Send your most exciting & exquisite samples. Include a short story about each sample – production notes, challenges overcome, why it’s noteworthy. Make it memorable.
Feature your employees. Start with your customer service team and any other “customer-facing” group of employees. Introduce your pressmen and presswomen. If your printing company is a small business (most are), then feature your employees on your web site and in other customer communications. This lets prospects and customers “inside.” You’ll help build a personal bond and a business relationship.

These 7 ideas will help any printer.

Hardt and Negri believe
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Patrick Surrena

March 31, 2014 at 2:28 pm

Margie, I agree with your 7 tips and especially the part where it states no two printers will have the same plan. It seems that the phrase “birds of a feather flock together”, has unfortunately been to common in the print industry. The printer down the street buys the latest press, and so I have to buy it. Becoming a MSP, Yeo, We all seem to continuously look alike.

Don’t try to keep up with Jones’, set your own path. Look at what the others in the market are doing and don’t copy them, find out where there are holes in the market and fill those holes. And there are always holes. We must Zig when the others Zag.

For years, printing was all the same and we did things the same way. Today, we have to realize that marketing is what drives the bus. We have to be in tune with the marketers of today, the technology of the day and go with the flow of how marketing drives business. Printing doesn’t drive the business. If we are in tune with that, as we should be, we have a much better chance for success and for applying your 7 tips in a manner that is appropriate for the printer and the market in which the printer services.

Margie Dana

March 31, 2014 at 4:00 pm

Patrick, thank you for your comment! I agree with everything you added and especially like the following…”..set your own path,” “…marketing is what drives the bu

Printers have been slow to change and reluctant to set out on their own course, using their unique strengths and culture. Yes indeed, where others Zig, you should Zag.

You must be terribly successful! Thanks again.

Margie